client — united world mission revitalizing a 75-year-old

CLIENT — UNITED WORLD MISSION

Revitalizing a 75-Year-Old Missions Brand THE CHALLENGE

With nearly 75 years of history and multiple sub-brands, United World Mission was at a critical growth point where the need for brand clarity was urgent for continued success.

SCOPE OF WORK

Brand Clarity, Creative Workshops, Competitive Analysis, Core Messaging, Creative Direction, Logo & Identity, Brand Guidelines, Web Design, Content Strategy, Print Design

PROJECT BRIEF

How do you regain clarity when your organization out-paces its brand identity?

PROJECT BRIEF

The ChallengeContinued growth as an organization and a recent merger

with Overseas Council made it evident that the vision of

United World Mission was expanding. However, with nearly

75 years of history and multiple sub-brands, UWM was at

a critical growth point where the need for brand clarity was

urgent. With growth and credibility in mind, Rethink Creative

was brought in to help refresh the UWM visual brand, clear

up brand confusion, elevate the brand “voice” and be a

guiding force for renewed vision-casting.

PAIN POINTS

Brand Confusion

Lack of Clarity

Inconsistency

Merging Ideas/Missions

Outdated Visual Identity

Outdated Website

PROJECT BRIEF

The SolutionStrategic workshops and collaboration with the core

team led to a clarity of the brand essence, which served

as a foundation for the refresh. We took this insight and

brought consistency to the UWM house of brands with

a new logo and brand style guidelines. We then built

a clean, brand-consistent and action-oriented website

experience to educate and mobilize users.

SCOPE OF WORK

Brand Clarity

Creative Workshops

Competitive Analysis

Core Messaging

Creative Direction

Logo & Identity

Brand Guidelines

Web Design

Content Strategy

Print Design

PROJECT BRIEF

The ImpactCore team members now have renewed clarity on the

mission and vision of the organization. Since website

launch, bounce rates have decreased and mobilization

traffic has increased. Print and digital materials all bear

consistent United World Mission branding, thus further

solidifying the credibility of the brand.

9%DECREASE IN WEBSITEBOUNCE RATE

18%INCREASE IN UNIQUE WEBSITE PAGEVIEWS

12,500+UNIQUE DONORS RECEIVED YEAR-END CAMPAIGN

BY THE NUMBERS

PHASE 1

PHASE 1

Brand ClaritySTRATEGY WORKSHOPS

UNDERSTANDING THE AUDIENCE

ANALYZING THE COMPETITION

KEY RECOMMENDATIONS

DEFINING THE BRAND

CORE MESSAGING

PHASE 1 – BRAND CLARITY PHASE 2 PHASE 3 PHASE 4

STRATEGY WORKSHOPS

Rethink Creative spent 2 days face-to-face with the United World Mission

leadership team uncovering the heart of the brand and clarifying its

challenges. Going beyond the gathering of just information and intelligence,

these guided, creative workshops were designed to generate strategic

insight and became the foundation of a successful brand development.

information intelligence insight

Our Approach:


UNDERSTANDING THE AUDIENCE

These workshops helped clarify the United World Mission audience,

but also prompted a deeper understanding of each subset’s specific

motivators and level of engagement, which further solidified an informed

creative process.

ANALYZING THE COMPETITION

UWM is operating in a crowded space where brand clarity is everything.

From an outside-in perspective, and with an understanding of the brand’s

strengths and weaknesses, Rethink Creative conducted an competitive

analysis of the UWM brand, investigating its effectiveness in the “Global

Missions” market. This report summarized key recommendations to

engage the right audience and set the UWM brand apart.

Recommendation 1 of 7: Install a global interactive map

on the homepage of your website to increase engagement and

improve the overall user experience.

ProspectiveMissionaries

Current Missionaries

Alumni

Pastors/MissionPastors

Donors

UNITED WORLD MISSION

Audience Profile


DEFINING THE BRAND

With an understanding of the audience and the competition in place,

we conducted additional creative workshops to help derive and

define the core attributes of the brand. These attributes completed

the sentence, “The UWM brand is ____________, yet ____________.”

This clarified brand essence was the foundation for new messaging

and design, informing how the brand lives and breathes.

BOLDTRUSTED

GROUNDEDIMAGINATIVE DARINGFOCUSED

RESPECTEDOPTIMISTIC EMPOWERINGENGAGING


Brand Essence


UWM POSITIONING STATEMENT

Global Church on Mission

CORE MESSAGE

“People far from God need a church up close.”

CORE MESSAGE

“For more than 70 years, United World Mission has been uniting national believers and trusted global partners, equipping thousands of indigenous leaders, pastors, and church planters to fulfill the Great Commission.”

CORE MESSAGE

“Equipping and empowering leaders to advance the global church and fulfill the Great Commission.”

CORE MESSAGING

Informed by the Brand Essence, Rethink Creative summarized

the core messages that communicated the heartbeat of the

brand. With simplicity as our goal, this brand-language was

crafted to be clear and concise, solidifying its position in the

market and blazing a trail for future growth.

The simplicity of the Positioning Statement lays a framework

for celebrating the movement of the Global Church, while

positioning UWM as the “guide” in facilitating the work.

PHASE 2

PHASE 2

Brand DevelopmentCREATIVE BRIEF

LOGO REFRESH

BRANDED HOUSE APPROACH

STYLE GUIDELINES

PHASE 2 – BRAND DEVELOPMENTPHASE 1 PHASE 3 PHASE 4

CREATIVE BRIEF

We started the brand development process by clarifying

creative decision-making. Functioning as a “way-finding”

document, the Creative Brief identifies key creative

decisions and recommendations. With the same approach

of moving from information, to intelligence, to insights,

we dove deeper into the competition, analyzing it from a

creative point of view to isolate key trends.

P R E P A R E D B Y

Creative BriefPhase 1: Branding & Creative

June 15, 2018

United World Mission


LOGO REFRESH

The UWM logo had a lot of positive equity

associated with it. However, the UWM brand

needed to stand apart from the competitive

landscape. Our approach was to simplify,

to amplify. In other words, we wanted to

bring clarity and focus to the design, while

accentuating the strengths of the existing

concept. With the new brand essence as our

“north star,” the logo refresh centered around

the brand’s engaging spirit. We focused on

the revitalization of 6 key focus areas:

Color Story Typography Dimension The Logomark Flexibility

BEFORE AFTER


BRANDED HOUSE APPROACH

The logo design process took into consideration

the multiple sub-brands of United World Mission.

With the goal of eliminating brand confusion, we

sought to bring to the forefront the positive brand

equity already existent in the design, and extend

it through the entire family of brands. Our simple

design approach builds brand recognition and

lays a framework for future sub-brands.

BEFORE AFTER


STYLE GUIDELINES

In an effort to not only establish

clarity, but maintain it, we developed

brand style guidelines for the United

World Mission marketing and

communications team. Summarizing

the details and components of the new

visual identity system, these guidelines

have empowered the real world

application of the brand.

PHASE 3

PHASE 3

Website DesignCUSTOM DESIGN & DEVELOPMENT

CONTENT STRATEGY

INTERACTIVE MAP

DONOR ENGAGEMENT

INFORMATION DESIGN

PHASE 2PHASE 1 PHASE 3 – WEBSITE DESIGN PHASE 4

CUSTOM DESIGN & DEVELOPMENT

With a newly defined brand and visual

identity in place, a full website overhaul

was imperative to facilitate growth.

We started from square one to design

and develop a strategic website that

clarifies who United World Mission

is and attracts the right audience.

The new site establishes credibility,

showcases empathy and generates

engagement—crucial outputs of the

UWM brand essence.


CONTENT STRATEGY

Before design, it was crucial to obtain a full

understanding of what the website needed to

communicate. A solid web design is useless if it

doesn’t communicate the right messages. With

years of content starting to age, we introduced

the new core messaging and guided United

World Mission through the process of crafting

compelling content with a “fresh” voice. In the

end was a clear content strategy and the start of

an informed design process.


CUSTOM DESIGN & DEVELOPMENT

The new site was designed to not only build brand consistency and generate trust. More than that, a completely new content strategy

made way for engaging the right audience and calling users to action—quickly and effectively. For starters, we introduced empathy into

the design by eliminating the dated homepage slider and replacing it with a video backdrop communicating the heart of UWM.

BEFORE AFTER


NAVIGATION DESIGN

The new navigation was designed to make

the user experience as frictionless as possible

through the use of single-word action verbs.

Simplifying former navigation items like “Serve

with Us” to GO and “Support the Work” to

GIVE, the tone and action points of the site

are more clear, concise and compelling.

Furthermore, the new navigation directly

aligns with the newly-defined audience profile.

GO engages potential missionaries, GIVE

engages donors, while PARTNER engages

potential church partners.


INTERACTIVE MAP

Based on our insights and recommendations

from the brand clarity phase, we knew that

mobilization was going to be critical to the

success of the new website. The design

solution was the implementation of an

interactive and dynamic map. Highlighting

the regions where UWM works, as well as the

current number of opportunities within each

region, at the heart of this map is the desire to

mobilize more missionaries more efficiently.

32%DECREASE IN BOUNCE RATE ON GO/OPPORTUNITIES PAGE AFTER LAUNCH


DONOR ENGAGEMENT

With 300+ missionaries actively raising funds

and 100+ projects in need of support, the

new website needed to easily engage donors

and funnel traffic to the right places, all while

communicating “why” it is important to support

the work of United World Mission. The new GIVE

page leverages simple design along with core

messaging and video storytelling to facilitate

donor engagement. Donors can easily search out

missionaries and projects, discover giving FAQ’s

and make donations securely and efficiently.

33%INCREASE IN TRAFFIC TO GIVE PAGE AFTER LAUNCH


MOBILE RESPONSIVE

With over 50% of United World Mission’s

website traffic coming through phones

and tablets, we paid close attention to

how the design, content and overall user

experience played out on mobile devices.

27%INCREASE IN PAGEVIEWS PER SESSION ON MOBILE & TABLET


INFORMATION DESIGN

United World Mission always struggled to communicate their mission in a visual and easy-

to-understand way. Through the web design process, it became evident that we needed

to introduce a solution. As a clickable element on the website, this infographic quickly

communicates what UWM does and how they do it. The motion of the outer ring circling

the globe represents the “Global Church on Mission.” The 3 components

of what UWM does point toward this notion and represent that they

can only be done through partnership.

CONCEPT

SKETCH

FINAL GRAPHIC

AND IMPLEMENTATION

PHASE 4

PHASE 4

Reach ExecutionPRINT COLLATERAL

YEAR-END CAMPAIGN

ANNUAL REPORT DESIGN

CREATIVE PARTNERSHIP

PHASE 2PHASE 1 PHASE 4 – REACH EXECUTIONPHASE 3

PRINT COLLATERAL

An immediate brand application need for United

World Mission was strategic print collateral, the first

being UWM’s ‘Equipping Leaders’ brochure. In

accordance with UWM’s vision to celebrate the

Global Church on Mission, this custom print

piece communicates the dire need for access

to theological education, spiritual formation

and practical training for ministry leaders

throughout the world.


2018 YEAR-END CAMPAIGN

Rollout of the new branding was

strategized to coincide with United

World Mission’s 2018 year-end giving

campaign. Rethink Creative led the

content development, design and print

production of the entire campaign, which

was delivered to 12,500 unique donors.

In addition to soliciting year-end gifts, this print

campaign showcased the new branding, drove traffic

to the new website and included a copy of the new

‘Equipping Leaders’ brochure.


ANNUAL REPORT DESIGN

As part of an ongoing creative partnership,

Rethink Creative is currently supporting the

execution of United World Mission’s 2018 Annual

Report. As UWM’s first-ever public annual report,

Rethink is helping UWM celebrate the past wins

and communicate with empathy. The flagship

creative deliverable of this report is a custom-

designed microsite.

RELEASING MAY 2019!


CREATIVE PARTNERSHIP

Since the rebrand and website launch, Rethink

Creative has filled a strategic support role for

United World Mission and their reach execution.

Functioning as UWM’s creative “back-office,”

Rethink Creative impacts a variety of print, web

and strategic initiatives on a monthly basis.


Ongoing Support

SOFTWARE INTEGRATIONS ANNUAL REPORT

WEB DESIGN

VIDEO

SPEAKING ENGAGEMENTS

PRINT COLLATERAL

STRATEGIC PARTNERSHIPS

BRAND AWARENESS

EVENT SUPPORT

What does UWM think?TESTIMONIALS

TESTIMONIALS

Rethink Creative has an excellent team of skilled and gifted staff. They

are highly professional, great listeners and problem solvers with a

genuine care for their clients. I have enjoyed the entire process of

rebranding and refreshing our website with their guidance and expertise.

Jennifer McInnisMOBILIZER AND BUSINESS MANAGERUNITED WORLD MISSION

Rethink Creative has been a Godsend for our organization. We engaged

with three quality marketing and branding entities but never felt 100% comfortable

about signing the dotted line. The empathy-based approach preached and practiced by

Rethink distinguished them from others. They worked closely with our leadership and

marketing team to help UWM perform a 360-degree review of the organization. This review

was the foundation that ultimately led to an effective brand refresh and development of a state-

of-the-art website that has won plaudits from all our friends and partners. I enthusiastically

recommend Rethink Creative for all your marketing and branding needs.

Denny MathewsCOO/CFOUNITED WORLD MISSION

TESTIMONIALS

Thank you.

Explore more work at

RETHINKCREATIVE.COM

client — united world mission revitalizing a 75-year-old

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